While IOAA is key, a more formal regulatory model is needed: Imtiyaz Vilatra, Posterscope

Even though OOH has emerged as the fastest-growing traditional medium with a growth of 12% (PMAR 2025), it still lacks the capabilities of end-to-end measurement and a unified regulatory framework.

Imtiyaz Vilatra, Chief Executive Officer of Posterscope India opines that one of the critical concerns in OOH has been the lack of standardized measurement tools to gauge reach and campaign impact. Moreover, the absence of standardized regulations across different regions makes compliance and implementation complex.

Currently, while advancements in digital technologies have introduced better tracking and analytics, the industry lacks universally accepted measurement standards, leading to varied reporting practices. “However, efforts are underway to introduce stricter policies regarding site audits, structure and size standardization, and norms for DOOH displays, which will help streamline industry practices. The industry is also making strides toward establishing a common currency,” he added.

More importantly, as per him, establishing uniform policies for site audits, structure specifications, DOOH display norms, and ethical advertising practices would ensure consistency across regions. Introducing a standardized currency for measuring OOH effectiveness, similar to how BARC tracks TV viewership, would improve transparency and boost advertiser confidence.

The IOAA (Indian Outdoor Advertising Association) is working on standardizing metrics to boost investor confidence. Soon, OOH will align with digital and TV media by adopting commonly used measurement terms such as CPR (Cost Per Rating), CPM (Cost Per Thousand Impressions), Reach, Impressions, and Frequency in a more structured and effective manner.

Another issue is, that the presence of numerous local players and varying regional policies creates a fragmented market, making it difficult to execute large-scale campaigns seamlessly.

He mentioned, “Currently, OOH media rates vary significantly by location, often leading to inconsistencies in pricing. A regulatory body could help establish fair pricing norms, ensuring a level playing field for vendors and agencies while simplifying negotiations and streamlining operations. While IOAA plays a significant role in representing industry stakeholders, a more formal regulatory authority could enhance the structure, credibility, and overall growth in the OOH sector.”

But the good news is, OOH has transformed beyond static billboards into a comprehensive solution that builds awareness and ensures last-mile reach. The shift from poster-based buying to audience-targeted campaigns has significantly enhanced its effectiveness.

PMAR 2025 also revealed that OOH Media contributes 12% to ADEX growth, registering ADEX of Rs. 4,650 crores with a market share of 4%. Traditional, Transit and DOOH are the three major forms of Outdoor that are now used.

Vilatra cited that the hyperlocal nature of OOH makes infrastructure growth a key driver. Rapid urbanization and the expansion of high-footfall areas like airports, malls, and metro stations have created premium advertising spaces, allowing brands to engage diverse audiences.

“Most importantly, Digital Out-of-Home (DOOH) and Interactive Out-of-Home (iOOH) innovations have revolutionized the industry. Traditional billboards are now dynamic digital screens capable of real-time content updates and interactive advertising experiences, making OOH more impactful. Additionally, key sectors such as real estate, BFSI (Banking, Financial Services, and Insurance), and entertainment continue to be major investors in OOH advertising, reinforcing its strong market presence,” he said.

As per PMAR too, Real Estate showed a remarkable growth of as high as 28%, contributing over Rs 1,000 Crores in 2024 up from Rs 789 Crore in 2023. Organised Retail, Consumer Services, FMCG and BFSI were the other significant contributors. FMCG grew by 10%, contributing Rs 506 Crore in 2024 compared to Rs 460 Crore in 2023, and maintained an 11% share.

Speaking particularly about DOOH, he highlighted that according to PMAR 2025, Digital Out-of-Home is projected to reach double figures (10%). The share of DOOH in the total OOH ad spend could potentially double in the coming years.

“Programmatic DOOH is still in its early stages in India, but global trends indicate that automated buying platforms will gain significant momentum. Programmatic advertising becomes more relevant as the market matures. Roadside DOOH screens are expanding rapidly in the Indian market. While they may not be ubiquitous yet, they are highly visible. In 2024 alone, the number of such screens grew by 12-15%.”

Over time, DOOH is likely to disrupt traditional advertising practices. The current media buying system has certain inefficiencies, whereas programmatic advertising offers a more advanced and data-driven approach. As media markets mature, programmatic DOOH is expected to play a more significant role in shaping the future of advertising in India, Vilatra concluded.